Year: 2015-16

Company: Hologic

Liaison(s): Allan Harris

Hologic, Inc. has led the field of healthcare technology
for over three decades and is currently poised at the
forefront of diagnostics and medical imaging. The
company’s core business units focus on diagnostics,
breast and skeletal health, and GYN surgical solutions.
Between 2014 and 2015, Hologic’s total revenues grew
by 6.4%, from $660.6 million to $702.8 million at
the end of the 2015 fiscal year. With roughly 10,000
employees the firm continues to grow and provide
cutting-edge technology to ensure customers certainty,
-“The Science of Sure.”
Hologic would like to better optimize its product
portfolio in the infectious disease diagnostic acute care
segment (such as emergency rooms, and short-term
treatment). In particular, Hologic would like to better
understand opportunities within the lower volume,
near-patient testing segment of the acute care market.
In order to do this, Hologic wanted understand the
prevalent needs of users within and outside the Hologic
customer base.
In order to provide recommendations on how Hologic
could optimize its product portfolio, the TMP team
collected and analyzed a variety of secondary and
primary data. To help understand the potential
positioning of new products, the team used a database
of existing hospital surveys to evaluate diagnostic
menu utilization patterns at different types of hospitals,
as well as a competitor analysis of major players
in the molecular diagnostic field. The team also
performed primary research to understand evolving
user needs and experiences of lab directors across the
U.S. hospital network segment. The team compiled
several presentations and reports of their primary
and secondary research analysis to aid Hologic in
hypothesizing effective market entry tactics.